Consumer Characteristics and Behavior in the Era of Covid Epidemic

Abstract

A pandemic brings change to health and quality of life, it may also adversely impact financial and food security. These changes also alter how humans react to the situation, sometimes in a very contrasting way from their normal behaviors. Consumer behavior is not general human behavior, it is rather a very specific behavior directed toward the search, purchase, sale, or disposal of goods or services. In times of crisis, consumer behavior can go through a three-step cycle of reacting, coping, and long-term adaptation. The pandemic can also impact food consumption in the face of shrinking income, closure of food service, and managing the household as a unit of consumption in the face of any uncertain shortages. The pandemic has impacted consumer behavior by impacting the shopping habits of people. During the pandemic, impulsive buying was caused by the emotion of fear. These studies used the theory of fear appeal to explain the three important concepts of perceived efficacy, threat, and fear. This theory suggests that fear generates an emotional reaction from customers. Covid-19 has brought extreme challenges for governments, businesses, and societies across the world. These challenges have affected psychological, social, and economic changes. Unemployment without an alternate employment option available during the pandemic has impacted household finances severely. Along with its financial impact it has also caused stress and changed consumer behavior. With the uncertainty that existed and shrinking incomes, the way consumers buy, shop, and consume items changed.